Ad Specifications & Guidelines

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Password: client


FAQ (Frequently Asked Questions


Do we use Flash to animate Web ads? YES. Please refer to the Web Ad Worksheet or online Ad Portfolio.

Do we accept animated Flash ads? YES.

Do we accept composed animated ads with click tags already embedded in the file? YES. 

Do we place click tags in animated files that are sent composed? NO.

Do we place dart tags in our animated files? NO.


How many client proofs do we send out? TWO.

How many rounds of changes do we do before we charge a $50 fee? ONE.

When does a client get their first ad proof? Four to six weeks after the wall date.

Do advertisers who supply composed print or Web ready ads receive a proof? NO.

Color Naming Systems

Can we match a color for an advertiser if they give us a Pantone number or CMYK breakdown? YES.

Pantone – Pantone Color Matching System (PMS). A largely standardized color reproduction system.

CMYK (Print ads) – The CMYK process is a method of printing color by using four inks (cyan, magenta, yellow and black).

RGB (Web ads) – The RGB color model is an additive color model in which red, green and blue light are added together in various ways to reproduce a broad array of colors.

File Types Accepted by JCI

.EPS – Encapsulated PostScript. Self-contained, reasonably predictable documents that describe an image or drawing.

.FLA – Adobe Flash File. Flash is commonly used to create animation, advertisements and various Web page components, to integrate video into Web pages and more recently, to develop rich Internet applications.

.GIF – Graphics Interchange Format is a compressed, lossless data compression technique to reduce the file size without degrading the visual quality.

.INDD – InDesign File

.JPG – Most common image format used by digital cameras and other photographic image capture devices.

.PDF – Portable Document Format. Ideally, a file that will look the same (layout, fonts) on multiple computer systems and can be protected from unauthorized viewing, printing, copying or editing. 

.PSD – Photoshop Document File

.TIF – Tagged Image File Format is a file format for storing images, including photographs and line art.

Movie File Types Accepted by JCI

.MOV – QuickTime movie file – A multimedia container file that contains one or more tracks, each of which stores a particular type of data: audio, video, effects or text.

.DV – Video clip from a digital video (DV) camera; standard format saved to the DV
tape used in most consumer digital camcorders; can be imported into many video editing programs.


Ad Copy – Any text used in an ad.

Characters – The actual count of letters, spaces and punctuation (usually used for Web).

Composed Ad – Ad submitted by the client that is “READY FOR PRINT.”

DPI – Ink dots per inch. It is the measure of how many dots of ink or toner a printer can place within an inch. The lower the DPI of a printer, the less fine detail it can print. Measured in Photoshop as pixels per inch.

High resolution – Print quality (300 dpi)

JCI Set – An ad that is set by the Journal Ad Production department.

Low resolution – Web quality (72 dpi)

Overprint – Overprinting issues can occur when files are not set up properly before the PDF is made. These issues are detected when the file is opened in Adobe or Photoshop and some elements (layers/effects) disappear/reappear. 

Reminder Ads – An ugly little ad using a stock photo and the client information notifying them that we have not received materials, and their ad will print exactly as shown because we did not receive materials.

Resolution – The fineness of detail that can be distinguished in an image.

Set – Creation of an ad. Taking elements of the ad and designing the layout.

Submitted Ad – Ad submitted by the client that is composed.

On the Contract

Digital Ad – Ad supplied fully composed by client.

Original Ad – JCI Set

Repeat As Is – Ad will appear exactly as it was in previous publication. Client will NOT receive a proof.

Repeat with Changes – Must submit changes or status will remain NEMA. Proof will be sent for client approval. We cannot make changes to a composed repeat file.

*NOTE – The URL stated on the contract is the Web address that the Web ad will be linked to. If you would like the Web ad to link to the print ad, indicate “N/A” on the contract.

Need Help? Contact Us

If you need immediate assistance, please call (615) 771-0080 or (800) 333-8842 and ask for Ad Production.

Or, send us an email and we will answer as soon as possible: